Using Web-to-Print to Sell More (Part 3) — Overcoming Inertia

Last issue we talked about the three Do’s and Don’ts of using W2P as a selling tool. This issue we focus on how to implement the system to overcome internal inertia.

A successful web to print implementation involves teamwork, coordination, and perseverance. There are four key steps to facilitate teamwork and coordination:

  1. Appoint a point person
  2. Create an internal storefront
  3. Hold a meeting. Introduce the system, how it will work, and its benefits
  4. Have employees use the storefront to place “orders”

 Appoint a Point Person

When implementing a web to print system, the first step is to select a point person. You need to have someone in charge of getting the system running, someone other employees can go to for help. This person does not need to be a graphic designer nor a html programmer. They need to be very comfortable using a computer, and detail oriented. This person will not be doing all the setup alone, they will likely get assistance from others for text, images, files, etc. But they will be the one managing the system and doing most—if not all—the setup.

Create an Internal Storefront

A great way to start is to create a B2B storefront for your own organization. Stock it with your own business card template, a standard “reorder” item such as letterhead, a custom product that requires native files to be attached and sent, and perhaps a product that you sell but do not produce. Include a “file transfer” page that can be used to send a file without placing an order. The goal is to have a small, but fully functioning storefront that your employees can use to practice with, and your sales team can use to “show and sell” on sales calls.

Hold a Company Meeting

A critical component of using web to print to sell more printing is your own staff. Call a meeting to introduce the web to print system, demonstrate how it will work, and discuss the benefits it can provide to both your customers and your staff (Aleyant can provide a benefits list). The steps above can help bring your staff on-board. However there are three common roadblocks to gaining their support and active engagement:

  • Lack of Understanding
  • Fear of Job Loss
  • Skepticism

Some of your employees may know little or nothing about web to print, while others may know quite a lot. The company meeting above is a good way to bring everyone to same level of understanding. Having everyone use the system is a great way to have the new knowledge “stick”.

Some of your employees may incorrectly assume that order automation provided by web to print will result in the loss of their job. It’s important to reassure them their job is safe. Web to print will allow them to focus on higher value tasks by eliminating some of the more aggravating issues caused by customers, and bring in more business.

Some employees may believe that web to print is a fad, or is little different than a web page. It is very difficult to change someone’s belief, but time is on your side. Web to print is not going away, it’s only getting bigger, A storefront is more than a webpage, it’s a way of doing business. Remember that most new innovation were met with skepticism, it’s human nature. So is adapting and thriving in new conditions!

Have Employees Use the Storefront

It’s important that your employees know how the system works, it’s even more important they have used the system to place orders just like your customers will. This will also help overcome some lack of understanding or lingering skepticism. Have them start placing “orders” until they are fully comfortable with the system and can explain how it works to another person. The goal is to be able to answer general questions a customer may have, and even encourage customers with their own experience. Your employees may also provide feedback to your point person on opportunities for improvement.


A successful web to print implementation involves teamwork, coordination, and perseverance. By building teamwork and coordination, you will be better able to persevere and create a web to print storefront that increases sales, reduces production expense, or both.

Lucia Blanco